A cover photo depicting a tiny Santa made of strawberries and whipped cream sitting in a sled made of a pear and chocolate — this must be a Harry and David Christmas catalog. “It is simple, clean, and elegant,” said a judge, “which is a reflection of what’s contained in the pages that follow.”
What the cover can’t possibly display is the catalog’s breadth of merchandise. “From flowers to fruit, from ham to cheesecake, each course of the meal becomes a new possibility,” raved a judge. Given the selection of food gifts offered, the panelists agreed that it would be difficult not to find something for everyone on your holiday shopping list. And while Harry and David prominently promotes new and nonfood items, such as the Holiday Miracle Rose and the Christmas Teapot, it stays true to its flagship products — its fruit. In fact, the opening and closing spreads are devoted to luscious hero photos of pears and apples.
Speaking of the photography and graphics, the panelists were unanimous in their praise. As one judge said, “In this case it’s obvious a picture is worth a thousand words.”
But Harry and David doesn’t overlook the importance of copy. The product descriptions are “warm and conversational, and speak with authority,” commented a judge. Here’s a description of the Fruit Galettes: “Their texture is more delicate than most commercially baked cookies — the result of baking them patiently in small batches to keep them from browning or crisping. Marvelously tender and buttery on the outside, spread with delectable fruit fillings on the inside.”
And if the images and copy still haven’t sold readers, special offers and discounts are scattered throughout the book — a nice touch, according to at least one judge. Then there are the beyond-basic services, such as deferred billing and an online Harvest Report that lets customers check on the status of harvests and shipments. The catalog makes a point of promoting all of its channels — for instance, both the Website URL and the toll-free phone number are displayed throughout, and the book promotes its online Giftlist that enables shoppers to review past orders.
It is clear why this catalog is a Gold Award winner. Harry and David continues to be, as one judge said, “the source for gourmet food, fruit, and gifts.”
Harry and David
Bear Creek Corp.
2518 S. Pacific Hwy.
Medford, OR 97501
Company founded/catalog launched: 1934
Director: Estin B. Kiger
Art director: Shelia Chambers
Designers: Jim Samuel, Mark Edinger
Production manager: Neal Schuler
Merchandiser: Cathy Fultineer
Copywriter: Marcus G. Smith
Photographers: Jim Bowie, Ron Anderson, Eric Groetzinger
Printer: R.R. Donnelley & Sons Co.
Color separator: Color Control
List broker/manager: American List Counsel
Cover paper: 60 lb.
Text paper: 43 lb.
Number of pages: 78
Trim size: 8-1/8″ × 10-1/2″